Make cold the hottest trend!
Cold is not commonly seen as something people value and look for. When it comes to weather, food or the pool temperature, we generally like it hot!
Yet, there is one area where cold can bring benefits … Laundry! Ariel (Tide in the US, Dash in Italy) has a detergent that brilliantly washes clothes, even at 30 °C or below! And this is good for your clothes, your wallet and the environment.
Help us make cold the hottest trend with a surprising and entertaining story where cold is better than hot and give a positive twist to a situation.
Format: Videos or animations not longer than 30 sec.
Thank you all for your entries into the Ariel “make cold the next trend” contest. We were impressed with the overall quality of the entries and the original thinking behind some of the executions on how to bring the benefits of cold to life in an interesting way. The 3 winners were selected on the basis of their originality and being able to show the benefits of cold in the laundry category and beyond. Well done to the winners and all the entrants for their great work!
#1 ARIEL FOR EARTHでの8,000€の賞
In researching for this contest, on the website of Ariel, I found a phrase that says: “A little action for the environment”. Then an idea that a polar bear tries to block people to do something “hot” has come to mind.
#2 Mountain Laundryでの5,000€の賞
A while ago I was backpacking in Wales (that is where the background images are from) and upon reading the brief for the contest, I remembered my trip and thought it would make for a good commercial. The video was shot on a green screen with someone off screen holding a leaf blower on the actors for the wind effect. Thanks!